[Webinar] 651% ROI from Facebook Ads--Behind the Curtain of Top Campaigns!


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Facebook users don't convert on their first impression or visit, no matter how attractive your landing page or content. The social assist drives up conversions in email, search, and other channels. Join Facebook marketing expert
Dennis Yu as he logs into live Facebook campaigns to show you how the pros are driving leads, sales, and engagement on Facebook. Learn how you can:

* Run Facebook retargeting to amplify your existing retargeting (FBX)

* Apply ad combos to make your email list do double-duty (custom audiences)

* Run Facebook retargeting to amplify your existing retargeting (FBX)

* Target by offline purchase behavior in tandem with connection targeting (partner categories)

* Measure the lift from social ads by calculating direct and indirect lift (don't have to be a math major)

* Nab the training documents that Facebook provides agencies to use for clients (we're happy to share)

We'll share the checklists and processes we use ourselves to optimize campaigns and estimate traffic. Bring your thorniest questions and issues to get answered in this live session featuring Dennis Yu and hosted by Tim Ash.

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[Webinar] 651% ROI from Facebook Ads--Behind the Curtain of Top Campaigns!

  1. 1. Copyright © 2013, SiteTuners - All Rights Reserved. 651% ROI from Facebook Ads Behind the Curtain of Top Campaigns! Dennis Yu #651ROI @dennisyu
  2. 2. Copyright © 2013, SiteTuners - All Rights Reserved. #ZeroClick @tim_ash @gregott • Conversion-focused website blueprints (full-site redesign or quick facelift) • Landing page test plans & testing strategy • Internal optimization team training & mentoring • More than 1200 clients worldwide since 2002 About SiteTuners
  3. 3. 651% ROI from Facebook Ads Behind the Curtain of Top Campaigns P res ented by Dennis Yu: dennis@blitzmetrics.com / @dennisyu
  4. 4. 2 Ho lly wo o d is as kin g: “Is Facebook worth it?” Read the LA Times article here. @dennisyu
  5. 5. 3 We analyzed 9 billion page posts over a 60-day period before and after the change. @dennisyu
  6. 6. 4 72% of movies and network TV shows have experienced a drop in the number of people who see their posts. @dennisyu
  7. 7. 5 23% of the biggest studio pages saw a reduction in “engaged” users. @dennisyu
  8. 8. 6 The largest pages lost 45% of their traffic, followed by 36% for medium sized pages. @dennisyu
  9. 9. 7 DIRECT AND INDIRECT LIFE Split test to measure the life from social ads. How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day @dennisyu
  10. 10. 8 @dennisyu Jack Daniel’s ran a test among different geos St. Louis, IN Philadelphia, PA
  11. 11. 9 @dennisyu There was a clear correlation in Facebook activity and the media plan by market.
  12. 12. 10 Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.
  13. 13. 11 An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
  14. 14. Marketo, by driving engagement from Facebook, has increased brand awareness and searches for their name. 12 @dennisyu They structured their content to specific audiences, then amplified to drive leads. The result: They got their blog into the AdAge Top 30 rankings.
  15. 15. 13 Does Facebook work for B2B lead gen? How Social Affects Lead Generation @dennisyu
  16. 16. 14 Quantifying Movie Magic with Google Search The link between Google search and box office
  17. 17. 15 Quantifying Movie Magic with Google Search Film-specific title keywords spike during release week.
  18. 18. 16 Quantifying Movie Magic with Google Search 70% of the variation in box office performance can be explained with movie-related search volume seven days prior to release date.
  19. 19. 17 Within 5 Years Social media will be the #2 way to engage with customers, after face-to-face personal interaction. @dennisyu
  20. 20. 18 @dennisyu
  21. 21. 19 Facebook is tackling both word of mouth and search discovery with Graph Search. @dennisyu
  22. 22. 20 Search volumes are increasing, since graph search is one of the three pillars of Facebook. @dennisyu
  23. 23. 21 FACEBOOK EXCHANGE (FBX) Remarketing bridges the gap from visitor to customer. Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business @dennisyu
  24. 24. Recapture users who visited your site, but didn’t enter their zipcode. @dennisyu
  25. 25. Show your site visitors your ads on the web. @dennisyu
  26. 26. How Facebook Exchange (FBX) Works: @dennisyu
  27. 27. 25 How Rosetta Stone optimized from $21 a fan to $1.40 a fan and millions in revenue. C A S E S T U D Y @dennisyu
  28. 28. 26 OBSERVATION #1 Use in-line likes. OBSERVATION #2: Write short wall posts. OBSERVATION #3: Ask questions. Don’t just make statements. @dennisyu
  29. 29. 27 OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time. Observation #5: Branding is great, but revenue is better. @dennisyu
  30. 30. ROI Awareness: Amplify what actually works to engage fans. Engagement: Once users are engaged, collect emails to increase conversions. Conversion: Increasing social visits to your website increases sales. 28 Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way. @dennisyu
  31. 31. 29 CUSTOM AUDIENCE TARGETING Let the CAT Out! Let the CAT out of the bag!@dennisyu
  32. 32. 30 Target your opportunities with CAT. @dennisyu
  33. 33. 31 PARTNER CATEGORIES Target by offline purchase behavior. Facebook’s Partner Category Targeting: Is Your Head Spinning Yet? @dennisyu
  34. 34. Now you can run ads based on a user’s retail shopping behavior and other offline information 32 Jobs Roles @dennisyu
  35. 35. Now you are able to not only find the most interesting content from your pool of friends and brands, but one step beyond. @dennisyu
  36. 36. 34 Extra Credit TOP TIPS FROM BLITZ @dennisyu
  37. 37. 35 Blitz Tips: • Offsite pixel for CPA bidding. • Conversion specs used with Optimized CPM to optimize ad delivery for specific actions. • Place ads in mobile for maximum engagement. • Onion Targeting is smart interest multiplication. • Prune ads with broad category targeting. • Partner Targeting to run ads based on user’s shopping behavior. • PTAT to detect competitive ad spend. • Facebook's Power Editor's special features. • Target users by the companies they work for and by job title.
  38. 38. 36 Den n is Yu dennis@blitzmetrics.com @dennisyu Email support@blitzmetrics.com for checklists and processes we use ourselves to optimize campaigns and estimate traffic.
  39. 39. “The Conversion Conference was like taking 4 years of advanced study in two days” - SF Attendee Learn, Grow and Profit from the Secrets of the Highest Converting Websites Mobile conversions • Optimizing video • CRO case studies • Psychology & design Landing page best practices • Behavior-based personalization • Usability And much more! Save $200 on Registration with Promocode 651ROI www.ConversionConference.com